PMHF and TELUS imageTELUS and The Princess Margaret Hospital Foundation today announced the launch of their milestone campaign to make a 'pink difference' and bring additional digital mammography equipment to the hospital. Between May 6 and October 31, 2010, TELUS will donate $25 to the Princess Margaret Hospital Foundation for each purchase of a pink BlackBerry Curve 8530 or the upcoming pink BlackBerry Pearl 3G smartphone available only at TELUS. More digital mammography equipment will play a key role in expanding the capacity of The Gattuso Rapid Diagnostic Centre at The Princess Margaret, thus increasing access to one-day breast cancer diagnosis for women and men across the GTA.

Traditional mammogram X-rays do not penetrate dense breast tissue, making it more difficult to interpret results and detect tumours. Digital mammography equipment produces more accurate results with advanced capabilities to generate magnified images of breast tissue to help with the early detection of breast cancer. Access to this advanced digital equipment is limited. This campaign will help to bring vital equipment to Princess Margaret Hospital and increase the chance of survival from this life-threatening disease.

The TELUS "Go Pink" campaign will fund tangible social outcomes that women and men will benefit from immediately. The coast-to-coast campaign is benefiting communities by funding innovative breast cancer technology in healthcare facilities across Canada, including: BC Women's Hospital & Health Centre Foundation, Alberta Cancer Foundation, Saskatchewan Cancer Agency, CancerCare Manitoba, Princess Margaret Hospital Foundation in Toronto, The Ottawa Hospital Foundation, Segal Cancer Center at the Montreal Jewish General Hospital and QEII Health Sciences Centre in Halifax.

"As a Canadian technology leader and a committed corporate citizen, TELUS recognizes the need to bring the latest technology to local healthcare providers in an effort to help with the early detection of breast cancer," said Anne-Marie Laberge, vice-president, TELUS Customer Solutions. "As a woman and mother, I am so grateful that our TELUS team and our customers have an opportunity to give back in a meaningful way to help with the purchase of new digital mammography machines in our communities."

Emmanuelle Gattuso and Allan and Gary Slaight, generous supporters of The Princess Margaret Hospital Foundation, will match all TELUS donations for a total contribution of $50 for every pink smartphone sold in Toronto and region.

"We're delighted that TELUS is partnering with The Princess Margaret as we work towards the expansion of The Gattuso Rapid Diagnostic Centre," stated Emmanuelle Gattuso, a breast cancer survivor and lead donor behind The Gattuso Rapid Diagnostic Centre. "Digital mammography is key to our ability to provide patients with a one-day breast cancer diagnosis, so we're proud to match, dollar for dollar, all funds raised during this promotion."

"Breast cancer is the most frequently diagnosed cancer in Canadian women," said Paul Alofs, President and CEO of The Princess Margaret Hospital Foundation. "One in nine Canadian women will develop breast cancer in their lifetime and early detection is crucial to saving lives. This incredibly generous contribution by TELUS, matched by Emmanuelle Gattuso and Allan and Gary Slaight, allows the extraordinary team at The Princess Margaret to advance their breakthrough work, which has placed The Princess Margaret as one of the top 5 cancer research centres in the world. Through this program, TELUS is enabling our organization to improve our screening technology and to deliver better results to these patients."

The BlackBerry Curve 8530 smartphone, for $49.99 on a three-year plan, and the BlackBerry Pearl 3G smartphone, coming soon for $29.99 on a three-year plan, are only available in pink from TELUS. TELUS customers can send their support on the go by texting "PINK" to 30333 to donate $5 to The Princess Margaret Hospital Foundation. For more information about the TELUS Go Pink campaign, please visit​​

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